Kristina Shaw Email and Phone Number
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As an Executive-level Strategic Communications leader, I excel at conceptualization of communication strategy and delivering results that create performance excellence for internal and external audiences. CORE COMPETENCIES: --> Strategic Planning: Executive writer who can identify strategic opportunities & risks to safeguard corporate reputation through leveraging crisis communication and PR best practices --> Influential and Collaborative Leader: Proven track history of leading effective, cross-functional team; thrives in swift decision-making and rapid-paced environments and future-focused planning--> Performance Measurement and Process Improvement: Comfortable operating in an agile environment; possesses solid experience successfully navigating the complexities of large organizations--> Active member of GoWest (national credit union advocacy organization) through serving on Communications team and Governmental Affairs Committee. Successful at building industry relationships, driving awareness for WCU as an industry leader; and sharing advocacy opportunities with Westerra leaders and members--> Member of Westerra’s DEI(B) Taskforce; Compliance Dept. Liaison and Business Continuity Team------------------------------------------------------------------------------------------------------------I began my career working for a boutique PR Firm during a time when managing online reputation and implementing digital strategy were revolutionary concepts. In 2008, I completed my Master’s Degree (Mass Media Studies) San Diego State University, transitioning to in-house Marketing teams. I have honed my expertise in communication strategy, crisis communications, community engagement, and multi-channel, marketing campaigns while meeting some wonderful people along the way. In 2021, I pivoted to the financial industry, where I serve as Executive writer and Communication Strategist. In my spare time, I listen to audiobooks (find me on Goodreads!), enjoy a nice glass of red wine or a cup of hot green tea, spend time with my wife and our three adorable kids, and continue to celebrate my double hip replacement in 2022, which allows me to once again enjoy hikes in beautiful Colorado, travel, "Peloton" and embark on other adventures with my family and friends.
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Vice President Of Strategic CommunicationsWesterra Credit Union Jul 2021 - PresentDenver, Colorado, UsResponsible for the conceptualization, development, implementation and analysis of communications strategies ranging mid-to-long-term (3-5 years) with the goal of optimizing business for this Denver-based Credit Union (founded in 1934 with over $1.9 billion in assets and 123,000 members). Reports directly to CEO.• Executive-level writer, editor and communication strategist responsible for preparing, delivering and managing executive and company-wide communication across diverse channels• Develop/lead strategic communication mtgs for staff, Board of Directors and members • Recognize/capitalize on strategic opps. while anticipating challenges and providing solutions • Conceptualized, developed, implemented and analyzed end-to-end internal and external communication campaigns for highly visible and impactful organization-wide initiatives, including: revamped Digital Banking system; relocation/opening of branches; milestone celebrations, and revenue-generating products and services• Oversee crisis communications, including assisting company navigate through leadership and organizational transitions;• Serve as spokesperson in media appearances; Prepare WCU leaders as subject matter experts/thought leaders; Exercised strategic judgment by prioritizing media opps., resulting in 50%+ in media traction YOY• Developed innovative initiatives: “Westerra Works” - Employee Engagement Video Series Winner of “Diamond Award” and “Best in Category” for “Video Non-Commercial – Single” (America’s Credit Unions 2024); Westerra Cares” - Community Engagement and Business Development Program Winner of Regional “Dora Maxwell Award for Corp. Responsibility-Community Impact” Award (GoWest 2023) and Winner of National “Community Impact Award” (CUNA | 2023) • Rebuilt Community Rltns Team (events, Volunteer-Time Off, strategic rlshps in schools and communities; created financial literacy program)• Manage annual budget; oversee external vendor relationships and complex contracts
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Public Information Officer & Marketing DirectorMental Health Partners May 2017 - Jul 2021Boulder, Co, UsResponsible for managing information between MHP and public, media, and organizations while developing/implementing near-to-mid-term (1-3 years) marketing and communication strategies for this Boulder-County nonprofit serving 60,000+ clients annually. Reported directly to Co-CEOs. • Executive-level writer, editor and communication strategist responsible for preparing, delivering and managing all executive and company-wide communication across diverse corporate channels• Successfully neutralized negative media/public exposure resulting from abrupt executive leadership departures • Served as Communication Strategist to lead regional community mental health response for COVID-19 pandemic; Boulder King Soopers Mass Shooting and creation of #BoulderStrong Resource Center; Statewide Community Crisis Connection (PIO Committee); and Colorado Behavioral Healthcare Council (Advocacy Committee Member)• Conceptualized, developed, implemented and analyzed end-to-end internal and external communication campaigns to aid in diversified revenue streams, such as: Trauma-informed treatment center (resulting in new patient growth of 300%); Integrated health home; expanded 24/7 crisis center; and increased addiction recovery services • Defined and executed internal/external communication strategy and messaging for traditional, outdoor, and digital platforms while ensuring consistent branding and compliance within stringent government regulations • Analyzed and reported on marketing campaigns’ ROI in relation to organizational KPIs• Controlled annual budget and federal grant funding upwards of $2-million dollars -
Marketing & Outreach DirectorFamily Health Centers Of San Diego Mar 2014 - Apr 2017San Diego, Ca, UsRanked in top 10 for largest community health center nationwide with 22 clinics across San Diego County serving 180,000+ patients. Brought on board to maximize market share by driving dozens of marketing campaigns. Report to Vice President of External Affairs. • Diversified client base by penetrating and driving targeted branding new markets, including diverse and minority populations (Hispanic, refugees, LGBTQ+, youth and older adults) • Achieved annual new patient growth by 4,000 YOY through inbound marketing and community outreach efforts. • Drove end-to-end marketing, branding, and promotion efforts for six new clinic launches and other target market focused campaigns• Defined and executed internal and external communication strategy and messaging across all marketing platforms. • Planned and led quarterly legacy community event "Spirit of Adelante," and monthly newsletter by same name • Ensured consistent branding and compliance with stringent regulations. • Generated 200% rise in web traffic (35,000 unique visitors monthly) through a complete corporate website redesign • Optimized FHCSD’s patient satisfaction survey process, resulting in more accurate reporting to sustain organization’s PCMH certification and achieve cost savings YOY• Launched first-ever community health Patient Portal, resulting in meeting 50% KPI goal for unique patient access in Portal, ensuring FHCSD received $3M in state grant incentive funding• Consolidated and restructured outreach team, growing direct reports from 4 to 35• Simplified operations and ensured high-performance workforce through outlining new metrics, KPIs, and patient growth goals to measure ROI• Led only team in California to meet statewide ACA enrollment targets• Controlled $750K annual budget and grant funding. -
Marketing DirectorProcopio, Cory, Hargreaves & Savitch Llp Mar 2013 - Feb 2014San Diego, California, UsFull-service business and litigation law firm with 3,000+ employees serving small- to mid-sized companies and large multinationals providing legal solutions to local, national and global clients across industries Report to Sr. Director of Business Development.• Appointed to manage and implement B2B marketing strategies. • Cultivated alliances with cross-functional departments, vendors, and media. Provided input on annual budget. • Generated 35% increase leads through shaping customized marketing plans for target markets and industries (sports, financial, • Maximized high-profile client development event results through careful planning and resource allocation.• Designed print and outdoor advertisements, and wrote press releases, social media content, blogs, and newsletters.• Led corporate website redesign, resulting in 200% rise in Procopio web traffic -
Marketing DirectorSan Diego Hospice And The Institute For Palliative Medicine Nov 2010 - Feb 2013San Diego, Ca, UsLargest nonprofit hospice/palliative care center in the nation providing San Diego County residents comprehensive end-of-life care, including grief counseling. Netted nearly $15M in revenue. Reported to VP of Marketing. • Coordinated creation and distribution of countless pieces of digital and print marketing materials (i.e. newsletters, executive-level reports, fliers, press releases, etc.) with an eye on timely delivery, consistent tone, brand & voice• Revamped SDH social media strategy, resulting in double-digit YOY growth in engagement • Crafted and implemented multi-channel marketing strategies for various internal programs, including ones focused on grief support, volunteers, and youth• Analyzed and reported on marketing campaigns’ ROI • Lead writer on team – authored quarterly newsletter, press releases, marketing collateral and social media content• Improved global physician interest in nonprofit’s palliative care training business through driving complete rebranding initiative via new website and collateral • Supported SDH through significant corporate crisis, helping safeguard SDH’s legacy• Championed public policy efforts, traveling extensively to private and government events to advocate for select bills, including attending National Hospice and Palliative Care’s Advocacy Intensive in Washington, D.C. three years in a row• Responsible for managing and tracking 25% of annual Marketing budget -
Senior AssociateV-Fluence Interactive Public Relations Jun 2006 - Nov 2010Digital-based public relations, online optimization and reputation management firm. Initially brought on board as Associate, quickly earning a promotion to Senior Associate. • Sustained 100% client retention rate (versus 60% average office-wide) by working consultatively with clients to address their unique business needs with customized digital marketing solutions• Managed digital marketing for 15 clients nationwide, including The Vinyl Institute, National Corn Growers Association, and Accenture. Report to Vice President of Sales and Business Development. • Oversaw and turned around 5-person underachieving press release team upon initiating uniform protocols, including SEO best practices• Managed variety of digital advertising, including PPC ads and SEO efforts.• Acquired fundamental crisis communication skills and strategic communication planning, including how to proactively safeguard corporate reputations, nurture relationships with media, online influencers, and the community, and how to craft nuanced messages effectively -
Outreach Program CoordinatorSan Diego Lgbt Community Center Jan 2006 - Dec 2008San Diego, Ca, UsLocal LGBTQ+ community center in San Diego, CA. Led local Marriage Equality program as part of statewide effort to support same-sex marriage. My role included educational and resource development, conducting in-field outreach and overseeing volunteers. Also supported "No on 8" campaign. -
Senior Editor, Cases & Third Party ContentThomson West Nov 2003 - May 2006Toronto, On, CaWest Publisher - part of Thomson Reuters - allows court reporters and law firms to create a singlemultimedia legal bundle of files, which can include transcripts, exhibit documents, and video synchronization information. Thomson Reuters is one of the world’s most trusted providers of answers, helping professionals make confident decisions and run better businesses. Serving customers in law, tax, compliance, government, and media helping them navigate regulation and technology. Member of West Publisher Editing Team: • Play pivotal role in restructuring and revising Westlaw, company’s online legal database• Research, analyze and implement submitted corrections for thousands of legal documents • Regularly communicate with customers, judges, court clerks and lawyers
Kristina Shaw Skills
Kristina Shaw Education Details
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ProsciChange Management Practioner -
San Diego State UniversityMass Communications And Media Studies
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Concordia University-St. PaulCommunication Studies
Frequently Asked Questions about Kristina Shaw
What company does Kristina Shaw work for?
Kristina Shaw works for Westerra Credit Union
What is Kristina Shaw's role at the current company?
Kristina Shaw's current role is Vice-President of Strategic Communications.
What is Kristina Shaw's email address?
Kristina Shaw's email address is ke****@****ail.com
What is Kristina Shaw's direct phone number?
Kristina Shaw's direct phone number is +161987*****
What schools did Kristina Shaw attend?
Kristina Shaw attended Prosci, San Diego State University, Concordia University-St. Paul.
What are some of Kristina Shaw's interests?
Kristina Shaw has interest in Public Policy, Writing, Cooking, My Pug, Yoga, Traveling, Spending Time With My 2 Sons And Spouse, Beach Days, Reading, Public Policy And Advocacy Work.
What skills is Kristina Shaw known for?
Kristina Shaw has skills like Pharmaceutical Sales, Marketing, Management, Community Outreach, Leadership, Urology, Healthcare, Endocrinology, Managed Care, Business Development, Sales Effectiveness, Account Management.
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